The internet is making it easier for small companies to compete with their larger rivals, according to new research conducted by Yell and the University of Southampton.
Consumers were asked to compare the websites of large and small firms, without knowing the size of the businesses concerned. In many cases, the participants were unable to judge the relative size of the companies. In addition, when asked to choose between two competing businesses, two thirds of people selected the smaller firm.
Commenting on these findings, Richard Hanscott, CEO of Yell UK, said: “Our unique research illustrates how digital marketing has torn down the traditional barriers to promotion, allowing small businesses to compete with larger players like never before.
“No matter what the industry, investing time in an effective digital presence will open your business up to a wider market and help attract new customers.”
The research found that customers are attracted by authenticity, with easy to read descriptions and a simple approach (81%). 43% favour proximity and 71% want to get a sense of the people behind the business before purchasing. Prominently displayed business addresses and phone numbers are a contributory feature (77%). Reviews and recommendations are also important - 64% value positive feedback about a supplier on the web.
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